FACTORS IMPACTING ONLINE PURCHASE: A REVIEW OF THE LITERATURE

With the increasing popularity of online shopping, there has been a growing interest in understanding the factors that impact consumers' decisions to purchase products online. This article provides a comprehensive review of the existing literature on the factors that influence online purchase behavior. The article begins by providing an overview of the current state of online shopping and the importance of understanding the factors that impact online purchase behavior. It then reviews the various theories and models that have been used to explain online shopping behavior, including the technology acceptance model, the theory of reasoned action, and the theory of planned behavior. The article also provides a review of the empirical research that has investigated the factors impacting online purchase behavior, including factors such as trust, perceived risk, perceived value, and social influence. The article concludes with a discussion of the implications of the findings for marketers and retailers who are looking to better understand and influence consumers' online purchase behavior.